Extract. Enrich. Engage. Turning Publishing Archives into Intelligent Assets

Creating content is only the start. For publishers, the real challenge is activating its full value, extending its shelf life, increasing relevance, and unlocking new growth opportunities.

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At PPA Demo Day 2025, Merit Data & Technology’s session "Extract. Enrich. Engage." explored how publishers can bridge the gap between great content and great outcomes. The session demonstrated how dormant archives can be transformed into dynamic, intelligent assets that drive engagement, monetisation, and innovation through AI.

Why Great Content Still Falls Flat

Even valuable content can underperform without the right infrastructure. Publishers often face three main challenges:

• Content chaos – Disconnected assets trapped in silos are hard to search, retrieve, or reuse.

• Insight inertia – Without visibility into what resonates, teams miss signals that could shape editorial decisions and commercial strategies.

• Flat formats – Static, one-size-fits-all content limits personalisation and relevance in a world that demands dynamic experiences.

Great content alone is not enough. Unless it is searchable, modular, enriched, and engaging, its potential remains untapped.

Bridging the Content Value Gap

The solution lies in activating the content value chain, turning static assets into intelligent resources that fuel engagement and growth. At Merit, this journey is structured in three steps: Extract, Enrich, Engage.

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1. Extract – From Messy Archives to Searchable, Structured Assets

Digitise and unlock content trapped in legacy formats. Use data extraction, OCR, and metadata tagging to convert archives into structured, machine-readable assets.

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2. Enrich – From Structured Assets to Connected, Modular Content

Add layers of meaning and context. Apply taxonomies, entity tagging, and relationships to reveal hidden links, improve discoverability, and enable modular content creation.

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3. Engage – From Enriched Assets to Personalised, Revenue-Generating Products

Activate enriched archives through curated experiences, thematic collections, and audience-focused offerings that increase engagement, reach, and monetisation.

The AI Journey in Action: KIAA Intelligence Suite

At PPA Demo Day, the framework was demonstrated through a live demo powered by the KIAA Intelligence Suite, Merit’s AI Accelerator Platform designed to unlock the full potential of archived content.

About KIAA

KIAA is built on five key principles that make it powerful, flexible, and future-ready:

• Modular thinking – Build what you need and scale as you grow.

• Composable AI modules – Combine capabilities into end-to-end workflows.

• Scales across workflows and data – From extraction to enrichment to engagement.

• Cloud agnostic deployment – Works across infrastructures seamlessly.

• Domain-agnostic and domain-specific modules – Adaptable to publishing, media, or any content-rich domain.

Powering Content with Advanced AI Capabilities

The KIAA Intelligence Suite integrates advanced AI components that redefine how content is processed, enriched, and activated:

• Large Language Models (LLMs) – Automate editorial and operational tasks to improve efficiency, enhance user experience, and reduce costs.

• Logical Reasoning Models (LRMs) – Enable deeper decision-making flows beyond simple semantics.

• Agentic Workflows – Coordinate multiple AI agents to solve challenges of varying complexity.

• Vision-Language Models (VLMs) – Analyse images and extract insights from multimodal content.

• Small Language Models (SLMs) – Deploy lightweight, task-specific models for targeted, efficient processing.

Great Content Deserves More Than a Shelf Life

Archives are not just historical records. They are growth engines waiting to be activated. With the right AI framework, publishers can turn static content into discoverable, personalised, and revenue-generating assets that deliver lasting impact.